Developing the Owner-Agent Relationship Model of Trulooks

• Main Authors: Arshad, Darwina, Khamarudin, Munirah, Mohd Fauzi, Waida Irani
• Format: Monograph
• Language: English
• Published: Universiti Utara Malaysia 2022
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/29335/1/14928.pdf; https://repo.uum.edu.my/id/eprint/29335/
• Institution: Universiti Utara Malaysia

Developing an owner-agent relationship is not only focusing on the good interpersonal skills among them but also a viable training and coaching is imperial to promote the value-adding activities of marketing and sales. In gaining the firm performance and sustainability, the capabilities of sales agents can enhance the value creation of the firm. Therefore, this study aims to examine the capabilities of sales agents in improving sales performance. The sales agents' capabilities include self-efficacy, intellectual capital, sales experience, and self-motivation. Training as a moderator is also examined in the study. This study is a case based on Trulooks company, a local fast-growing beauty and cosmetics firm in Malaysia. 249 sales agents of Trulooks responded to the survey. Two phases of data collection were utilized to examine the outcome before and after training program among Trulooks’ sales agents. Two hypotheses were tested by using a Partial Least Squares Structural Equation Modelling and all results supports the developed hypotheses. This study contributes theoretical as well as practical implications specifically to Trulooks cosmetic company. Recommendations for future research are also discussed.